” ‘The iPad is truly a two-hand device,’ notes Richard Schatzberger, director of creative technology at Cadillac shop Bartle Bogle Hegarty. “‘You hold content in a different way, so what kind of interactions are people really going to do? The biggest challenge for us was not knowing how the iPad would be used [and] what new behaviors might occur.’ “

Parpis reports that ad agencies are working on a variety of different approaches, such as integrating their messages into content apps or creating brand-specific apps as Proctor & Gamble’s Pampers, “whose app, Hello Baby — its first mobile-device application — allows pregnant women to track their babies’ development.”